Meiko maps out 2013 distributor sales strategy

Meiko has laid out its 2013 go-to-market strategy for the UK market, pledging a philosophy of “total transparency” for distributors that choose to partner with the company next year.

The dishwasher specialist flew around 50 distributors to its German HQ last week, treating them to a tour of its manufacturing facilities before spelling out its sales plans at a special dealer seminar.

Meiko’s senior management team gave dealers the full lowdown on the company’s proposed pricing structure, services offering and key account management policy for the next 12 months, demonstrating how partners can drive the most value from a Meiko sale.

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“We are focused more than ever on developing the relationships that we have established with catering equipment distributors,” said Meiko’s UK managing director Bill Downie. “We are introducing a host of initiatives that are geared to maintaining our competitive position at the premium machine end of the market. At the same time, we are endeavouring to maintain and, wherever possible, increase distributor margins on the Meiko product and services.”

Meiko launched a series of special offers for distributors, including a three-year all-inclusive end-user promotion on its Eco machines as well as a similar offer for its Premium GiO series but with the added inclusion of a ‘no bills guarantee’ package.

Group sales director Nick Falco said that Meiko had built a 20% margin into the headline price of the offers for distributors and introduced a £200 trade-in allowance on customers’ existing machines.

Meiko also outlined its standard discount schedule for 2013 and announced 14 special net pricing items available to distributors.

It also revealed a six-band retrospective rebate programme, stretching from 0.5% for distributors that transact up to £40,000 with Meiko to 3% for volume players doing upwards of £210,000.

Downie said that Meiko’s rebate and margin structure, along with its additional services packages, would ensure distributors could go to market with a highly competitive pricing offer.

He said: “Margins are being slowly eroded by below-sensible selling prices, influenced somewhat by the principles of value engineering and by the scatter gun approach of a number of manufacturers in offering their products to all and sundry at similar pricing levels. But we must always remind ourselves that value, not just price, is the driving force behind success, and value must be driven by a commitment to quality.”

One of the most anticipated discussions of the afternoon came when Meiko divulged its plans for working with key accounts, including contract caterers and hotels.

In keeping with the transparency theme, sales chief Falco pledged that Meiko would not attempt to pull the rug from underneath distributors that are already working with a key account client.

“For situations where a key account that has been targeted is already working with a partner distributor, we will consult with the particular partner distributor prior to any offer being made,” he promised.